Strategy Is A Verb: Reclaiming Brand Strategy as a Business Discipline of Choice, Action, and Consequence

Strategy is a Verb is a provocative exploration of modern brand strategy, creativity, leadership and business thinking from one of the most respected voices in brand strategy. Structured around 58 verbs, from Imagine and Disobey to Struggle and Unlearn, Martin Weigel argues that strategy is not a process or a template - but a discipline of action, judgement, imagination, and consequence. Inside you’ll discover: Why great strategy demands creativity and conviction How brands lose meaning when process replaces imagination What separates transformative thinking from incremental thinking Why ambition matters more than optimisation How to build brands and organisations people care about Drawing on nearly four decades in strategy, including fourteen years as Chief Strategy Officer at the world-renowned advertising agency Wieden+Kennedy, Martin Weigel brings hard-won frontline experience from New York, São Paulo, Amsterdam and London. He offers a sharper, more human and more ambitious way of thinking about business, brands and change.